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NINETY EIGHT REGENCY

VW taps Fiat exec for new marketing post

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VW taps Fiat exec for new marketing post

Luca Ciferri

Automotive News Europe -- September 6, 2010 06:01 CET

TURIN – Volkswagen AG has recruited Giovanni Perosino, a top Fiat S.p.A. executive, to help oversee the marketing strategy of its growing number of brands.

VW aims to topple Toyota Motors Corp. as the world's No. 1 automaker and is currently adding Porsche to its stable of nine brands that range from the Bentley, Bugatti, Lamborghini and Audi luxury marques to the VW, Skoda and Seat volume brands as well as Scania trucks.

VW said Perosino, 46, will take on the newly created role of group marketing communications head, the same function he had at Fiat where he also acted as Chrysler Group marketing communication advisor.

Christian Klingler, VW group's board member for sales, said Perosino will help drive forward the "systematic coordination" of marketing communications at group level.

At VW, Perosino will rejoin Luca de Meo, his former mentor at Fiat. The two men worked together in Turin while De Meo was CEO of Fiat brand, Alfa Romeo and Lancia.

De Meo joined VW in August 2009, and in June this year was promoted to head of marketing for all brands in the VW group.

Perosino joins former Fiat, GM and Ford execs at VW.

Perosino, 46, is an Italian native, who worked for Bacardi-Martini and Fila Sport in Milan before joining Fiat in 2001 as marketing communications director for Lancia, later winning promotions as Fiat brand's marketing communications boss and head of Fiat group marketing communications.

Perosino was responsible for coordinating the market launch of several Fiat group models, including the Lancia Ypsilon and Delta, Fiat Grande Punto and 500 and Alfa Romeo MiTo.

In the past 12 months, VW has recruited a large number of executives from rivals as it steps up its effort to become the world's No. 1 automaker ranked by sales, quality and profitability by 2018.

Hans Demant, a former head of General Motors Co's Opel unit, will take charge of international project coordination for VW, starting Oct. 1. Jonathan Browning, a former GM global sales boss, became global head of VW group's national sales companies in June. Juergen Stackmann, Ford's former No. 2 in Germany, is now head of sales and marketing at Skoda.

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100906/ANE/100909933/1018#ixzz0ynMNTHLE

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